DIGITAL SKILLS: DIGITAL MARKETING

ACCENTURE

GLOSSARY

Word / Phrase Definition

Advertisement Something that is shown to the public to help sell or call attention
to a product or service, for example, a short film or a written
notice. In the digital world, examples of advertising include
banners on webpages and search engine links.
Affiliate A business selling or promoting another company’s products or
marketing services on their website and being paid each time they attract a
visitor or customer. It is used by companies to reach a wider
audience, increase sales and widen its customer base.
Algorithm An algorithm is a set of instructions designed to perform a
specific task. This can be a simple process, such as multiplying
two numbers, or a complex operation, such as playing a
compressed video file. Search engines such as Google use a
complex algorithm called ‘PageRank’ in order to rank websites in
their search engine results.
Analytics Analytics is the study of data to understand the effects of certain
decisions or events, to predict how they might turn out in the
future and to influence future behaviours. This allows businesses
to evaluate and improve their performance. For example, if a
business holds a promotional sale, they can use analytics to
understand whether the promotion caused their sales to increase
and by how much, and what the effect might be of holding sales
for other products.
App An app (short for application) is a software program that is
designed to perform a specific function above or on top of what is
built-in on a device. Different types of apps include web apps (for
desktops/laptops) and mobile apps (which can be downloaded
onto a mobile device). These enable a user to perform additional
tasks on their smartphone/computer.
Banner advert Websites generate revenue from advertising. One of the most
popular forms of web advertising is a banner advert. It is a long,
rectangular image that can be placed just about anywhere on a
webpage. A banner may contain text, images and animations.
When a user clicks on the advertisement, they are redirected to
the advertiser's website.

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Blog Short for "web log," this term refers to a list of journal entries
posted on a webpage. Anybody who knows how to create and
publish a webpage can publish their own blog, using it to write
about personal opinions or activities and include images,
videos and links to other websites.
Bots A bot (short for "robot") is an automated program that runs over
the Internet. Some bots run automatically, while others only
execute commands when they receive specific input. Some
examples include web crawlers (which regularly scan websites
and gather their content for search engines) and chat bots (scripts
that look for certain text patterns submitted by chat room
participants and respond with automated actions).
Brand awareness The likelihood and extent that consumers recognise the existence
and availability of a company's product or service and how
familiar they are with the qualities or the image.
Budget The amount of money available for spending that is based on a
plan for how it will be spent over a set period of time.
Call to action Words that urge the reader, listener, or viewer of a sales
(CTA) promotion message to take an immediate action, such as "Write
Now," "Call Now," or "Click Here". For example, a good banner
advert will have an obvious call to action so that the user knows
how to engage with the content and benefit from the deal being
advertised.
Channel A channel is a means of conveying or transmitting information or
communication. A channel can be a website/application or even
different devices. For example, Twitter and Facebook are social
media channels which enable us to express ourselves and share
information. Websites which display company advertising are
digital marketing channels enabling a company to share
information about their products and services with their
customers.
Click-through The process of a visitor clicking on a web advert and being
directed to the advertiser's website.
Content A marketing approach focused on creating and distributing
marketing relevant and valuable content to attract and retain your audience
and, eventually, to generate a profitable customer action such as
purchases.
Cookies A cookie is a small amount of data generated by a website and
saved by your web browser. Its purpose is to remember
information about you, similar to a preference file created by a
software application. Its most common purpose is to store login
information for a specific site.
Cost effective Producing good results without costing a lot of money

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Customer life A term used to describe the progression of steps a customer goes
cycle through when considering, purchasing, using, and maintaining
loyalty to a product or service.
Demographic A section of the population sharing common characteristics, such
as age, race or gender.
Digital You will hear the word ‘digital’ used a lot in this course. Digital
is the adjective used to describe how we are changing the way we
operate socially and professionally to reflect emerging
technologies and increasing connectivity to the people and objects
around us.
Digital enables us to transmit and store data or information and
apply this information and technology to improve human
performance and better tackle our tasks. Digital has many aspects,
and this course gives you an introduction to some of its key areas
such as Social Media, Digital Marketing, Mobility, Analytics and
User Experience.
Digital marketing Digital marketing is how a company connects with customers
through technology in order to promote their products, services or
brand. It is mainly on the Internet, and includes, but is not limited
to, marketing via email, social media and display via adverts.
Digital marketing is used to take prospects (potential customers)
and customers through the buying journey from brand awareness,
to identifying the need for a product or service, to purchase
through data-driven offers.
Digital marketing This allows for the delivery of content across multiple channels,
platform including desktop, mobile, social and email. It is a way in which
people can access digital media and marketing.
Digital marketing Tools that allow you to monitor and manage your online
platform marketing campaigns from one place.
dashboard
Efficient Functioning in the best possible way with the least waste of time,
effort or cost.
Email marketing Email marketing is when a company sends a commercial message
to a group of people by using email in order to stay connected,
build customer loyalty and attract more sales. This commonly
appears in the form of advertisements, requests for business, sales
or donations.
Engagement Engagement refers to the way that people interact with your
content. You can measure this via: recent visits, frequency of
visits, time spent on site, last visit, number of repeat visits and
average time spent per session.

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Graphics A graphic is an image or visual representation of an object.
Therefore, computer graphics are simply images displayed on a
computer screen.
Hashtag A word or phrase with a hash sign (#) in front of it is used on
social media sites like Twitter and Instagram to identify and
search for posts on a specific topic.
Iconography The use of illustrations, visual images or symbols to portray a
subject.
Index Search engines use ‘bots’ to ‘crawl’ web sites and make copies of
webpages that are stored in what’s called an ‘Index’. An index is
a list of data, such as group of files or database entries. It is
typically saved in a plain text format that can be quickly scanned
by a search algorithm. This significantly speeds up searching and
sorting operations on data referenced by the index.
Inorganic search Inorganic search results (also referred to as non-organic,
results sponsored listings and paid search) appear when businesses pay to
get noticed. Instead of naturally reaching the top of the search
results for particular keywords or having high quality links,
businesses can pay search engine providers for their website to
appear towards the top of a search results page.
Integrated digital This involves using several digital marketing techniques together
marketing in order to increase the overall effectiveness of a digital marketing
campaign.
Invasive Tending to intrude on a person's privacy. For example, unwanted
adverts that expand on a webpage to play video and. In this
instance, overtaking the user’s screen can be thought of as
invasive.
Keyword research Keywords are words or phrases that describe content. Keyword
research is a practice that SEO (search engine optimisation)
professionals use to find and research the search terms that people
enter into search engines. This research is used to help websites
achieve better rankings in search engines.
Landing page A landing page is a page that a person lands on after clicking on a
website link such as an online marketing call-to-action.
Link building Link building refers to the process of getting external pages to
link to a page on your website. It is one of the many tactics used
in search engine optimisation (SEO). Getting high quality links to
your site will improve the ranking of your website.
Organic search Listings on a search engine results page that appear naturally
results because they are relevant to the search terms, as opposed to
inorganic results which are paid to be there.
Page view A visit to a page on your website. If the visitor reloads a page, this
counts as an additional page view. If the user navigates to a

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 different page and then returns to the original page, this will count
as another page view.
Page visit A sequence of consecutive page views without a break. A visit
always contains one or more page views.
Paid link Search results that involve a payment for the adverts to be listed
on a search engine webpage, for example, pay per click ads.
Pay per click Pay per click (PPC), also called cost per click (CPC), is an
(PPC) advertising technique where you pay to have your adverts rank
highly on the web through buying keywords. You are charged
every time someone clicks on your ad.
Ranking The order of the list of links when a user searches for a word or
phrase (search term) via a search engine. High quality and
relevant destinations for searchers are ranked highest and appear
at the top of the list of organic links.
Real-time If a process or action is done in real-time, it will occur in the
actual time, without noticeable delay between the action being
triggered and completed. For example, if a computer system
updates information at the same rate as it receives data, this
system is acting in real-time.
Return on Return on investment (ROI) measures the gain or loss generated
investment (ROI) on an investment compared to the amount of money invested.
ROI is usually expressed as a percentage and is typically used for
personal financial decisions, or to compare the efficiency of
different investments.
Sales The exchange of a good or service for money.
Seamless Describes a smooth and continuous process. A seamless customer
experience means that customers receives a consistent service
across business channels, making their experience easy and
natural, without interruption.
Search criteria Search engines providers have setup specific criteria that a
website must meet in order to appear at the top of a search results
page. The criteria are different for every engine, but all engines
share several similarities. These generally include the type and
amount of content provided on a given website, the level of
optimisation done on the site, and the popularity of the website.
Search engine A web-based tool that allows users to find information on the
internet. Popular examples of search engines are Google, Yahoo!
and MSN Search. These work by searching databases and internet
sites for the keywords specified by the user.
Search engine The practice of adjusting individual webpages to achieve a high
optimisation search engine ranking which leads to more visibility and
(SEO) increased traffic to a given website. Websites can improve their

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 search engine optimisation by making changes to their content
and ensuring that the pages can be indexed correctly.
Search term A word or term entered into a search engine to retrieve webpages
or other information.
Selfie A photograph that you take of yourself, typically with a
smartphone or webcam, and share via social media.
SEO friendly A URL which is straightforward, meaningful and has keywords to
URL make it more likely to appear in search results.
SEO visibility SEO visibility is made up of search volume (number of queries
made for a keyword per month) and the position of ranking
keywords. It reflects how often a website shows up in the search
results i.e. how visible it is to searchers.
Site structure The layout of a website. Most websites include a homepage, main
sections and subsections. These component parts and the way
they fit together make up the structure of the website.
Social media Involves digital marketing techniques via social networking
marketing websites or apps, with the aim of producing content that users will
share with their social network, to help a company increase their
brand visibility and attract new customers.
Sponsored link Advertisements relating to your recent product search query or
content on the page and which are always clearly labeled. For
example, Amazon.com displays sponsored links sourced from
third party networks. If you click on one of the links, you will
leave the Amazon.com site.
Strategy A plan of action designed to achieve a long-term or overall aim. A
social media strategy is a company’s plan for how they will use
social media to meet their business goals. All interactions and
posts that the company makes on social media should be guided
by this strategy.
Subject line In an email, the subject line is the text field where you type what
the email is about. This is the first thing a user will see when they
receive an email, so it is important that the subject line is short
and relevant.
Subscriber A person who has signed up to regularly receive a product or
service.
Tactic A plan or action carried out as part of an overall strategy intended
to achieve a particular goal.
Targeted email This involves targeting email messages at the right people at the
marketing right time in order to retain customers and keep them using your
business. When considering using targeted emails as a marketing
method, it is important to decide on what emails you send, how
often you send them and whether they should be linked to
purchases.

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Traditional Traditional marketing refers to any type of promotion, advertising
marketing or campaign that has been used by companies, excluding digital
methods. Methods of traditional marketing can include print
advertisements, newsletters, billboards, flyers and newspaper
print ads.
Traffic The number of people visiting a particular website or app.
URL A URL (Uniform Resource Locator) is the unique internet
address to access a file or other resource on the Internet. For
example, https://www.google.co.uk/. A common way to get to a
website is to enter the URL of its home page file in your web
browser's address line.

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